Advertising Strategy Research On White–Collar Lady's Consumption Psychology

The 21st century has been called"she century"and"she marketing"era by many economists. In this era, which women consumption takes the dominance part, white -collar female consumers showed strong consumption ability and potential. They have advanced consumption concept and free behavior, and they are fashionable guider and facilitator, also they are the"HuangJinQun"in urban. However, in the fierce compete -tion of the market environment, and facing the extremely potential"HuangJinQun"consumption, enterprises and advertisers should apply what kind of strategies to suit those people is an issue that deserves research.White-collar female higher income and social status determine their spending power and consumption has a strong influence, and at the same time, because the working and living environment changes, it made them present a dual role characteristics, both the traditional women's features, such as family, love children, but also has the new age women's features, such as independent, self-confident,, the pursuit of individual character, etc. And this dual role of the characteristic also decided they have even more complex consumption psychology, besides having the traditional women's seeking beauty, sensibility, emotional consumption psychology outside, they also has special white-collar female the symbol of the consumption, conspicuous consumption, the pursuit of quality life, pay attention to in the process of shopping experience of emotion, consumer psychology. Based on the consumption psychology, the author white-collar women to advertising attitudes of the questionnaire investigation, the results showed that: white-collar women of all kinds of media advertising degree of concern are higher than men and are more likely to accept the vivid and finally by the media. White-collar female the consumption psychology of advertising and attitudes of tell us, only for their features to make different advertising strategies to stimulate, promote their purchase behavior.Therefore, the paper finally to white-collar female the consumption psychology and certain attitude toward the AD as the basis, standing in practice and market development point of view, suitable for white-collar female advertising theme strategy, creative and performance strategy, advertising media strategy and promotion strategy, and expect to be able to give advertising and marketing industry have some beneficial enlightenment.